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PPC report templates
Porter’s 26 PPC report templates are grouped by what each one reports on. Filter by tool or use case and open a card for its preview and setup.
26 templates
PPC overview and KPI reports
Claude
PPC dashboard template
Compare Google Ads and Microsoft Ads spend and cost per conversion side by side.
Claude
Cross-channel marketing dashboard template
Compare spend, CPA and ROAS across your ad platforms next to GA4.
Porter dashboard
PPC dashboard
See spend, CTR and impressions for every ad platform on one page, against your goals.
Data StudioPPC report template
Compare each channel's spend, clicks and conversions, with spend over time.
Porter dashboardPPC KPIs
Follow blended spend, clicks and conversions day by day, platform by platform.
Data StudioPPC KPIs
Track each KPI by date for Meta Ads and Google Ads in one table.
Porter dashboardPPC monthly report
Show month-by-month spend by channel and the conversions it brought.
Data StudioPPC multi-channel report
See every ad platform's spend over time and its share of the budget.
Porter dashboardPaid media client presentation
Walk clients through Facebook Ads and Google Ads results, slide by slide.Campaign and creative reports
Budget tracking and pacing reports
Porter dashboardPPC budget tracking and pacing
Watch daily spend on each platform and catch the day it jumps.
Data StudioPPC budget tracking and pacing
Compare spend with results per platform and see where the budget goes.
Google SheetsFacebook Ads budget tracking and pacing
Get the daily spend that finishes the month on budget.
Google SheetsLinkedIn Ads budget tracking and pacing
Check LinkedIn Ads spend against your yearly, quarterly and monthly budget.
Google SheetsTikTok Ads budget tracking and pacing
See if TikTok Ads is under or overspending and the daily spend that fixes it.
Google SheetsX Ads budget tracking and pacing
Pace X Ads spend by day, week, month and quarter against budget.PPC reports by ad platform
ClaudeGoogle Ads dashboard template
Find search terms that waste spend and see which campaigns are limited by budget.
ClaudeMicrosoft Ads dashboard template
Find Microsoft Ads keywords that waste spend and pace campaigns against the monthly budget.
ClaudeLinkedIn Ads dashboard template
Track LinkedIn Ads leads and cost per lead, and see which job titles you reach.
ClaudeMeta Ads dashboard template
Track Meta Ads spend, ROAS and cost per purchase, and catch ad fatigue early.
Claude
SEM dashboard template
Find search terms you pay for but already rank for, and queries worth bidding on.ROAS, funnel and e-commerce reports
ClaudeROAS dashboard template
Check each ad platform's ROAS against GA4 revenue and find campaigns below break-even.
Porter dashboardPPC funnel
Follow impressions to clicks to conversions, with CPM, CPC and CPA at each step.
Data StudioPPC funnel
See where each platform loses people between impression and conversion.
Porter dashboardPaid media e-commerce
Put Google Ads, Meta Ads and TikTok Ads spend next to purchases, day by day.PPC report example
Porter’s PPC report example is the Claude PPC dashboard on Trailgear demo data: Google Ads and Microsoft Ads side by side. Click through its four views before connecting anything.
What to include in a PPC report
A PPC report built on Porter’s templates has six parts, in the order a client or manager reads them, each covered by a template.
Spend and results
Spend, conversions, cost per conversion and ROAS against the last period: PPC dashboard template.
Platform comparison
Each ad platform side by side, so the budget goes where conversions are cheaper: cross-channel marketing dashboard template.
Campaigns and creatives
The campaigns and ads that earn their spend and the ones to pause: PPC campaign performance template.
Budget pacing
Spend to date against the monthly budget and the daily spend that lands on target: PPC budget tracking and pacing template.
Funnel and ROAS
Impressions to clicks to conversions, with CPM, CPC and CPA at each step, and revenue per dollar spent: ROAS dashboard template.
Next steps
Two or three changes for the next period, with an owner for each.
Match the detail to the reader: clients and executives need spend, results and ROAS; PPC managers add platforms and campaigns; analysts need keywords, creatives and pacing, often daily. For one platform, use the Google Ads report templates or the Facebook Ads report templates.
How to set up a PPC report template
Every Porter PPC report template starts with one free step: connect your ad accounts in Porter. Then set it up in your reporting tool.
On Porter’s Free plan, Claude reads the last 15 days, and Data Studio and Google Sheets up to 30 days. The 14-day trial has full access and needs no card (Porter pricing).
In Claude
Sign up free at Porter, open Data sources and connect the accounts your report needs, for example Google Ads and Microsoft Ads for the PPC report.
In Claude, go to Customize → Connectors → Add custom connector, paste
https://mcp.portermetrics.com/mcpand name it Porter Metrics. Click Continue, sign in to Porter and allow access.Open a new chat, paste the install prompt and put your accounts in place of the ones in brackets (Google Ads to Claude tutorial). Claude reads your data through Porter’s MCP (Model Context Protocol), an open standard that lets Claude read data from other tools.
Duplicate this Claude dashboard template and keep its layout, views and styling: https://claude.ai/artifact/UNZUpmGsGDDitVMuj4JftX
Then rebuild it with my own data through Porter: a PPC dashboard for [Google Ads account] and [Microsoft Ads account] for the last 14 days, with Google Ads Cost and Microsoft Ads Spend as one spend column: KPI cards for spend, conversions, cost per conversion and ROAS; a platform comparison; daily cost per conversion per platform; campaigns from both; keywords with spend and no conversions; ROAS by campaign; and impression share lost to budget and rank.Claude Dashboards is in beta on Pro, Max, Team and Enterprise (Anthropic’s guide to Claude Dashboards).
As a Porter dashboard
Open a Porter dashboard card and click Download template.
Sign in to Porter and pick your ad accounts.
Share it with viewer or editor access, or schedule it by email for each client.
In Data Studio
Open a Data Studio card and click Download template.
Click the three-dot menu (⋮) in the top-right corner and select Make a copy.
Choose your Porter data sources, click Copy Report and set the date range to last month, compared with the previous period.
In Google Sheets
Open a Google Sheets card and make a copy.
Install the Porter extension, authorize it and choose your ad accounts.
Enter your budget, run the prebuilt queries and set the refresh to daily.
Need Excel? In Google Sheets, choose File → Download → Microsoft Excel (.xlsx).
What makes these PPC report templates different
A PPC report is only useful if it is current when the client opens it. Porter’s templates update themselves from each ad platform, in the tool you report in.
See a live example before you sign up
Click through the Claude PPC dashboard without an account, then decide.
Every ad platform on one page
Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Microsoft Ads and X Ads in one table, with no CSV exports.
One report, four tools
Explore it in Claude, send it as a Porter link, or keep it in Data Studio or Google Sheets.
Ask why, not only what
In Claude, ask the next question in the same chat, like which campaign pushed cost per conversion up.
Client reports on your logo
Send each client a report with their branding and no Porter badge on paid plans.
More report template galleries
Porter has a gallery for each ad platform, use case and tool.
PPC report template FAQ
Are these PPC report templates free?
Yes. All 26 Porter PPC report templates and prompts are free to download, and the Free plan never expires. Longer date ranges need the 14-day trial or a paid plan from $12.50 per account a month, billed annually (Porter pricing).
What is a PPC report?
A PPC report brings pay-per-click data from Google Ads, Meta Ads, LinkedIn Ads and other ad platforms into one place, with KPIs like spend, CTR, CPC, conversions, cost per conversion and ROAS, so a team or agency can track campaigns and show clients the results.
What KPIs should a PPC report include?
Start with the funnel: impressions, clicks and conversions. Add efficiency KPIs (CPM, CPC, cost per conversion), effectiveness KPIs (CTR, conversion rate) and bottom-line KPIs (revenue, ROAS, CAC), then break them down by platform, campaign, time and audience.
How often should I send a PPC report to clients?
Most agencies send clients a monthly report and check a weekly report internally for pacing and cost per conversion jumps. A Porter dashboard can email the report on any schedule.
Is there a PPC report template for Excel?
Yes. Copy a Google Sheets PPC template, refresh it with your data, then choose File, Download, Microsoft Excel (.xlsx). The Excel file is a snapshot; the Sheets copy keeps refreshing.
Claude, Porter dashboard, Data Studio or Google Sheets: which should I use?
Use Claude to build the report and ask follow-up questions, but anyone opening a shared Claude dashboard needs their own Claude access (Anthropic’s guide to sharing artifacts). Use a Porter dashboard for client links and scheduled email, Data Studio if your reports live there, and Google Sheets for budget pacing or Excel.
Get your free PPC report template
Pick a template, connect your ad accounts for free and send your next client report on live numbers.
Free plan · 14-day trial · No card needed